Creative Production & storytellingContent needs to do more than just fill your feed.
I help teams align vision, strategy, and execution to craft stories that hit goals—and hit home.
SecretNYC – COVID Relief Video Series
Challenge: With in-person events on pause, I pitched a new content series to help SecretNYC stay relevant and engaged during a moment of collective uncertainty. The goal was to balance audience retention with community service — offering stories that uplifted, informed, and reflected the resilience of New Yorkers, while reinforcing Secret’s value beyond event promotion.
Approach: I developed and produced a mini-doc series spotlighting mutual aid groups, small businesses, and creative collectives across the five boroughs. Drawing from my own NYC network, I focused on telling diverse, hyper-local stories — highlighting community barbers, Chinatown entrepreneurs, and food distribution volunteers — and shaped the tone to feel both intimate and cinematic. I led the project end-to-end, from concept to shoot to edit.
Results: The series became SecretNYC’s most-watched longform content to date at the time of release, increasing both viewer engagement and trust within the local business community. Internally, the success of the series helped expand the video department’s role and visibility, laying the foundation for future brand partnerships and longform storytelling initiatives across Secret and Fever’s platforms.
Aescape – Pre-Launch Content Strategy (NOX)
Challenge: Develop a storytelling framework for an AI-powered wellness brand ahead of its public launch — one that positioned Aescape as a category-defining player while humanizing its robotics-driven model.
Approach: As part of the core strategy team, I helped concept and build a cross-channel content marketing plan spanning social, email, web, and paid media. We built the deck to present internally at Aescape, tailoring content streams to resonate with distinct customer segments — from early adopters and performance-obsessed athletes to high-earning wellness consumers. My contributions focused on crafting campaign narratives, cultural positioning, and tactical content ideas rooted in longevity, lifestyle, and trust.
Results: Our work helped align Aescape’s internal stakeholders around brand voice, creative direction, and performance benchmarks across channels. While still in stealth at the time, this foundational strategy helped shape their earliest messaging pillars, partnership goals, and long-term storytelling roadmap.
🛈 Available to discuss in conversation.
Sam Silver – Brand Direction & Creative Development
Challenge: Support a musical rebrand during a busy release period, with the goal of increasing streams, booking live shows, and attracting label attention.
Approach: Collaborated with Sam and label TH3RD BRAIN on creative direction, refining his visual identity through music video concepts, short-form social content, and stylized promo shoots. Led production of reels and stills aligned with each song release to engage existing fans and reach new ones.
Results: Built a cohesive aesthetic and stronger fan-facing presence across platforms, helping shift perception from local talent to a more polished, emerging act with industry potential.
Char Klein — trans, l’origine du monde at Rhyme and Reason Museum
Challenge: Create a thoughtful visual piece that documents and honors the tone and themes of Char Klein’s debut exhibition, offering a lasting asset beyond the social content shared at the time of the opening.
Approach: Collaborated closely with photographer Char Klein to craft a short-form film that reflects the atmosphere, artwork, and original live performance. Designed with intention, the piece channels the show’s exploration of fluid identity and classical reinterpretation through a contemplative visual narrative.
Results: Produced a lasting asset for artist and museum portfolios, press opportunities, and future programming—offering an enduring document of the exhibition’s presence and impact.
NYC Jam & Belly Fam — Early Creative for Culture and Community
Challenge: Collaborate with strategist Jeff Chen to bring two complementary, culture-first fitness experiences to life: NYC JAM, a first-of-its-kind 2v2 basketball tournament in Harlem inspired by NBA Jam ‘98, and Belly Fam Athletic Club, a grassroots running and workout collective connecting NYC’s creative class through movement and shared values.
Approach: For NYC JAM, I led graphic design and event visuals across print and digital, channeling 90s basketball nostalgia into a fresh identity that resonated across sports, fashion, and media. The tournament drew over 650 attendees, featured 10+ top-ranked high school athletes, and was covered by Bleacher Report, Daves Joint, and more. The event’s collaborative design — from visuals to on-court apparel by Eric Emanuel and Chinatown Market — elevated it beyond the court into a true cultural moment.
After NYC JAM, I continued working with Jeff to shape the creative identity of Belly Fam, producing videos and social flyers for community workouts in partnership with brands like Rumble, Flywheel, Jordan, and Gatorade. The club became a touchpoint for creatives across wellness, fashion, and brand strategy — from Nike and Peloton alums to startup founders — forming a cultural bridge between fitness and creative industry.
Results: Helped build the visual foundation of two projects that punched well above their weight, resonating across sports, fashion, and brand culture. NYC JAM drew over 650 attendees—more than double the 300 expected—and earned attention from Bleacher Report and key media outlets. Both projects solidified my love for community-driven, movement-forward storytelling, laid the groundwork for future collaborations, and taught me how to scale creative ideas across both commercial and community-focused platforms.
Aron John Dubois – Artist Profile for The Valley at Outsider Art Fair
Challenge: Capture the essence of Aron John Dubois’ spiritual, symbolic works for The Valley’s presentation at Outsider Art Fair 2023—creating a video that would resonate with both art-world insiders and new audiences online.
Approach: I directed and edited a short artist profile video timed with the exhibition’s opening, collaborating closely with Aron to craft a tone and rhythm that matched the meditative intensity of his layered watercolor and ink compositions. The edit drew inspiration from his own creative language while showcasing his influences and perspective as a self-taught artist.
Results: The most-viewed video on The Valley’s social media, it helped drive strong engagement from collectors, peers, and fair attendees. According to gallery records, over two-thirds of the 30 exhibited works sold during or shortly after the fair, making the show one of The Valley’s strongest to date.
